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By Audrey Kemp, LA Reporter

April 19, 2024 | 5 min read

Weed lovers: sit back with your munchies and enjoy four hours and 20 minutes of stoner-friendly, star studded content this weekend.

With the haze of 4/20 weekend looming in the air, cannabis enthusiasts everywhere are likely stocking up for their smoke-filled weekend tomorrow.

Before they ascend into the clouds, Bic, the creator of the EZ Reach Lighter, is here to set the mood just right with its new campaign, ‘The Slow Burn Sessions’ featuring two stars who love to get baked, Snoop Dogg and Willie Nelson, alongside someone who loves to bake, Martha Stewart.

Launching precisely at 4:20 pm ET today on YouTube (because, of course), the Slow Burn Sessions promise a marathon of chill vibes lasting exactly 4 hours and 20 minutes. It’s like a smoke sesh that never ends – or at least until the munchies kick in.

Each of the three sessions includes footage of Snoop, Stewart and Nelson showing their favorite ways to light up (spoiler alert: Snoop lights his favorite bowl of candles, Stewart heats up her fondue pot and Willie sparks his favorite herb-scented candle).

In a statement shared with The Drum, Stewart commented: “It’s been so fun to partner with my good friends at Bic to spread some holiday cheer ahead of 420. The Bic EZ Reach lighter is my tried-and-true pot accessory — fondue pot that is.”

On April 10, the pot-smoking country star himself dropped a hint about the series in an Instagram post:

The legendary trio are no strangers to Bic’s 420-friendly marketing campaigns. Last year, they teamed up for ‘Bic Lights up America,’ promoting “the most borrowed lighter,” BIC’s EZ Reach Lighter.

The campaign was concepted by M Booth, while Doner handled its production.

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